How to write a great LinkedIn profile

How to write a great LinkedIn profile

Aside from analysing LinkedIn profiles and groups for my clients and using LinkedIn to identify, research and qualify potential clients for my own VA business, I also used to write loads of LinkedIn profiles as part of my p/t CV writing business – so when it comes to LinkedIn, I’ve seen it all! Let me show you what a good one looks like:

Why do you need a LinkedIn profile?

  • Because the point of LinkedIn is to act as a place where people can do business with each other.
  • You can write loads more on your LinkedIn profile than you can on your CV and you get to show exactly how you’re good at what you do and why someone might want to work with you.
  • LinkedIn groups not only provide a ton of information but are full of people who would hire you, collaborate with you or recommend you.
  • LinkedIn’s SEO is so good that if someone Googles you, your LinkedIn profile will come up at the top of page one and before your own website.
  • If you’re a freelancer then people will Google you.
  • You can’t use my method of how to get new clients without a good LinkedIn profile – it’s part and parcel of the entire method.

As a Virtual Assistant, you need to make sure that when someone looks at your LinkedIn profile they clearly and quickly see what you do, who you do it for and whether you’re any good at it because no one will hire you if they’re not sure exactly what you do for people and why that might be of value to them.

How to write a great LinkedIn profile

Don’t bombard everyone with your updates

Before you even start to fiddle with your actual profile, go to your Settings and change what people can see about you otherwise everyone will get a notification each time you change anything and press save.

It’s turned on by default and it’s really annoying – – here’s where you can turn it off.

Decide who the profile is for

Who do you want reading your profile and what do you want them to know about you?

Don’t just list your job description – summarise the skills you used, the outcome of your efforts and any key achievements so people can see your value.

Mention the types of clients you worked with, the size of budgets you managed, the number of people you oversaw and the level of return you provided so people can see the scope of your experience and how good you are at what you do.

Complete ALL of your profile

If you haven’t bothered to fill out every section and don’t even have a photo then you look lazy and unprofessional at best. You can always hide your profile in the settings until you’ve completed it.

Use the About section

This is the most important section as this is where you outline what it is you actually do for a living and why someone might want to work with you.

State your value and what you want to be known for here because you can’t rely on people having the time to scour through your profile.

Download 10 LinkedIn summary examples from my Downloads and Training page.

Don’t look like you’ve just been arrested

Make sure you don’t look like an idiot in your profile photo. Don’t post a group one where you can clearly see you’ve cropped other people out, don’t look drunk or like you’re in a karaoke bar, and don’t have one that looks like a police mug shot.

A friendly headshot is fine – one that looks like you in real life, one where you seem approachable, and certainly one that looks professional.

Add a good background image

You can now upload a background image which means you get the chance to look slick and market your business at the same time. Create one in Canva, but if you’re not sure what image to use or you don’t yet have a logo, then just Google ‘blue LinkedIn background’ and use one of those images until you do.

Something professional is better than nothing at all.

Write a great headline

This is the sentence that appears next to your photo which should say what you do in a nutshell as it’s the first thing people read. You only get a set amount of characters so make it snappy.

(There are a few ways to write Headlines which I’ve outlined at the bottom of this post)

Don’t waste your career history

Many people spent years and shed blood, sweat and tears at a company only to either just promote it in the infobox, write out their job description or write nothing at all about what they did during their time there… nothing!

Write what you actually did, so instead of just saying ‘marketing and promotions’ list specifics such as “designing and writing branded materials including websites, flyers, posters, trade stand banners” etc.

You worked your arse off for these companies so make them work for you now.

Be useful

I once saw someone say on their profile: “I’m here to help and asking questions is for free. If you would like to pick my brains on any of my areas of expertise listed below or ask me any other questions, then just connect through LinkedIn. I’m always happy to share my skills and knowledge with no obligation.”

This was a brilliant way to provide an easy reason to contact him, showed he was generous and it made him look really good.

Add projects

Adding projects is important if you want to offer event/project support or you want to work with project/event managers. If you worked on projects for clients in your past or present career then elaborate on them.

People want to see how good you are at what you do so outline the brief/client/task, what your actions were (to demonstrate you know what you’re doing, your working processes and how you approach problems) then state what the outcome was and give figures and percentages if relevant or applicable.

Use the Featured section

This is where you can feature blog posts that you’ve written on your website, articles you’ve published on LinkedIn, links to your website and other media including images, documents, links, presentations, and videos. Discover how to use the Featured section here.

Get endorsements

Endorsements are the skills that LinkedIn suggests you have to your connections and might not be things you actually want to be endorsed for.

It’s best to have a select skill set rather than a load of random ones as you might end up getting endorsed for things you don’t want to do anymore and it can dilute your image. So make sure the skills are key things you want to be known for rather than that you’re good with Excel for example.

Get recommendations

People who receive a lot of recommendations (testimonials to you and me) are people who have given a lot, so spend time writing them for others and even ask people to write them for you. People are impressed by testimonials and you can also add them to your website later.

Ask your contact if they can specifically mention a skill or outline how you work as it’s better for a testimonial to say that you are efficient, reliable and cost-effective than that you were friendly or nice to work with.

Rename your contact links

If someone clicks on your website or Twitter link does it go to an old website, the site of a company you no longer work for, a shonky Twitter account you haven’t used in months or does the link even work any more?

You can also change the words ‘company website’ to the actual name of your company which looks much nicer. You do this by clicking the pencil on the ‘Contact and Personal Info’ section in the right-hand sidebar, selecting ‘other’ from the dropdown menu instead of the default words Company Website, then simply typing in the name of your website.

Have good connections

If you only have four connections then it looks like nobody likes you or you haven’t bothered to find anyone you know. Your contacts should also have profile photos as faceless ones in your Skills and Endorsement sections looks poor.

Personalise every connection request

It’s unprofessional not to and only takes a second.

I will rarely accept a request from a person I don’t know and who hasn’t even bothered to take the time to tell me why they want to connect with me.

Hide your competition

Go to the ‘How others see your LinkedIn activity’ in the privacy settings, click on the ‘viewers of this profile also viewed’ and change it so that other LinkedIn users with the same job description as you (your competition) don’t appear in the sidebar when someone is viewing your profile. You want them to contact you and not click on to someone else.

Turn off group notifications

When you join a group, go to the group settings and make sure you opt-out of getting an email notification every time a member blows their nose. You can do this when you join the group or later from your main profile page.

To edit this from the main profile page, click on the word ‘Work’ under the 9 little boxes to the right of your profile photo in the toolbar, select ‘Groups’, then ‘My Groups’ then click the cog to the right of each group and choose ‘Group Settings’.

Use a different email address for notifications

I personally have a separate email address for LinkedIn connect requests and group notifications. I don’t want those “hey look what so-and-so is up to” emails clogging up my business inbox so I have an email address just for business newsletters and other social media updates.

You don’t have to do this of course, but you can change this in the general settings or in the individual group settings as outlined above.

 LinkedIn profile examples

How to write each job role

I’ve found the best way to do this is to give a brief intro into each company or role so people know what the company actually does and its positioning and then say “my role included:” then list the things you did.

Example 1

With 28 international offices, Example Company is one of the world’s largest and most respected law firms and provides impartial advice to national and multinational corporations, financial institutions and governments. My role here involved:

– Stuff I did
– Stuff I did
– Etc

Example 2

Example Company is a leading international insurance organisation serving commercial, institutional and individual customers in more than 130 countries. My role was to provide accurate reporting and admin assistance to 40 underwriters, and included:

– Stuff I did
– Stuff I did
– Etc

Examples of good Headings

Unless you create your own Headline, LinkedIn will just bring in the generic wording from your current job…


I often change my own headline and there are many ways you could write it:

You could list your skills as keywords:

e.g. Marketing | Strategy | SEO | Branding
e.g. Newsletters | Autoresponders | Sales Pages | Blogging
e.g. Travel | Concierge | Events | Admin

You could write a strapline:

e.g. I give business owners more hours in the day
e.g. Creating order from chaos since 2017
e.g. Smoothing the way for Spanish companies seeking to enter the UK market

You could write a sentence:

e.g. Virtual Assistant providing admin, social media and marketing support to small businesses and consultants
e.g. Professional VA specialising in high-converting newsletters and sales pages
e.g. Virtual Assistant providing travel, admin, email and diary management to busy international coaches, authors and trainers

Examples of good Summaries

You can download 10 example LinkedIn summaries from my Downloads page. This is a low-cost but paid product I’m afraid because hard work went into putting them together!


  • Check out LinkedIn profiles of other Virtual Assistants to get ideas and see what works and what looks shonky.
  • Constantly keep in mind “who do I want to read this and what do I want them to know about me?” Then tell them just that. Your ideal client needs to be able to quickly and clearly see what you do and why they might want to hire you.
  • Potential clients need to see if you’re any good, so get as many testimonials (LinkedIn calls them Recommendations) as you can.

LinkedIn isn’t the only way to get noticed.

If you want to know how to market yourself on any platform (and forever!) then you will love my Ultimate VA Marketing course.



Jamie Wilson

Joanne, in your experience, would you recommend adding events or personal moments in the professional description?

Joanne Munro

Hi Jamie, I recommend adding anything that enhances your career history, showcases your skillset and demonstrates how you will bring value to someone’s business. If it doesn’t serve a purpose then I wouldn’t add it.


Thank you for the informative material!!! Your advice is very simple and practical whereas, others were very complicated. I find your article very helpful. I dreaded to revise my linked profile that I kept putting it of. After reading it, I was motivated.

Sheryl DSilva

This has been very helpful. I never updated my LinkedIn profile for years but after reading this I am now motivated to update and make connections. Thank you so much!


Do you still write Linked In profiles? I am 74 and admittedly technologically and social media challenged, however, I want to retire and I have a specific retirement job I want to do during the time I have left. I’d really like to find someone who will hold my hand during the process of writing my linked in profile. If you don’t do this, do you know anyone who does? Thanks

Liz Dennis

This is great, thank you Jo! I am now extremely embarrassed by the state of my LinkedIn page ? I have made it my primary mission to get it sorted! I already began asking old clients and colleagues for recommendations. It feels extremely unnatural and uncomfortable for me to do but I get how important it is.
Invaluable advice, much appreciated!


Thank you Jo! Amazing and extremely helpful. I had no desire to work on my LinkedIn page before, but after reading this, I’m now committed to working on it!!


Hi Jo

I am working my way through your Aladdins cave. I have learnt tricks that I did not know how to do. Thank you


Pretty sure this is the first comment I have left on anything ever (something I’ll be working on). I felt compelled to let you know that this content is very valuable! Unique and specific. Thank you!

Laura Bale

I’ve just set up as a Virtual Assistant and cannot thank you enough for this amazing website – it has been my bible! As a complete LinkedIn beginner, I have just used this article to set up my profile and I’m pleased with it (I think!). Now to purchase your Step by Step Guide on How to Get New Clients. Thank you for an amazing resource!


I am so thankful that I came across your site and signed up for your emails. The information and assistance you’ve given me (and others, I’m sure!) is absolutely priceless. I just spent an hour rewriting my LinkedIn profile. I hated it before, and even though knew it would attract everything I wanted to get away from, I didn’t know HOW to fix it. Now, I love it!! I’m sure I’ll continue to tweak it, but it’s already a huge improvement. Thank you so much, Joanne 🙂

Joanne Manville

Brilliant, thought I knew almost all there was to know about LinkedIn but there’s two little nuggets in there I didn’t know about! Thanks Jo, helpful as always.

Rose M Smith

Thank you so much. Reading your tips make it simple and workable to start a new business.


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